2010 predicitions for digital media

2009's nearly over and 2010 is looming! 

In 2009, we saw Facebook become the dominant social networking site while Twitter and smartphones experienced explosive growth.  

With analyst pulling out reports on 2010 trending, I thought I start our very own chain based on our experiences about what's going to be hot in the digital space next year. We'll probably have our own internal debate over the list below, but feel free to join and share your views? 

1. B2B social media will start to take off in Asia (especially Singapore being used as a testing bed)

I say this with certainty as the clients which I'm working on in the B2B space are already exploring new opportunities. Tech companies will certainly be the first to lead the way but I believe the rest will follow shortly. There is a huge opportunity for  B2B companies to claim key messages online and establish thought leadership by engaging with the community which is already out there discussing about key topics. 

It will follow the path of how consumer brands in Singapore were slowly engaging with the community in 2007/2008 and scaling the growth of the community. This will be one to watch out for.

2. Mobility

Based on our previous post below, need i say more? As the various mobile OS battle it out,  reports from Gartner and IDC show that the growth of smartphones will drive the different media consumption habits and aps will become more crucial as part of the overall outreach 

3. Engaging content using exsisting platforms

After this year's financial meltdown, companies were watching their marketing spend and marketers were expected to do more with less. Some brands realized that using engaging content whilst leveraging existing platforms (Facebook fan pages, wikis developed by fans etc.) were the way to go and managed to gain great traction durting tthis period.

My personal take is that this trend is likely to continue, brands who have yet to do so will begin to explore leveraging social media in this format rather than a snazzy new microsite which has no sustainability with consumers after the campaign. In addition, brands who have already done so will scale further by engaging other platforms such as forums. 

4. Twitter to finally monetize? 

As Twitter aims to monetize, commercial twitter accounts will be available which gives brands special access to do various thing a normal account can't.

Please add on and share your views! 

Posted via email from digiramblings in singapore

Digiramblings

Sorry for the long silence on this blog, but I’ve been putting up some stuff on a new blog together with Daryl, Amelia and Dorothy on our new blog Digiramblings.

I’ll post slightly more in depth stuff here which might be too long a post for our blog over at Digiramblings. Check it out, you wouldn’t be disappointed.

We put up this blog as all of us are working in agencies and we no longer enjoy the time we had as students to blog, plus the sensitivity of our clients made it pretty hard for us to mention certain things. But pulling our resources together, should make it an insightful and regularly updated blog!

Verifying User Generated Content

I’ve always felt that user generated content has been ideal when making purchase decisions or places to eat, and brands have already well leveraged this by influencing main guys with positive reviews.

But when it comes to hard facts or event details, always take it with a pinch of salt. Every major event is flooded with tweets and Facebook updates, but which are real and which are not? Wikipedia is not a reliable source to code in school even is it has had all the footnotes of where the information was taken from.

But all that might change now with various user generated content sites changing the way content is being read and distributed. Wikipedia for example is using its function WikiTrust to “color code every word of the encyclopedia based on the reliability of its author and the length of time it has persisted on the page”. Digg, social bookmarking site, has started a “rel=nofollow”tag for sites which it doesn’t trust.

For now Retweets and Liking a FB status are probably the best way to measure how accurate the information is and sorting the truth out of the millions of useless information.

My question now is will additional verification on user generated content sites such as Wikipedia and Digg be an accepted and reliable source for hard facts?

Educators, journos and PR folks, would you be willing to let  take a reference from Wikipedia or a blog post which has been bookmarked countless times and use it for your articles, thesis or publications?

The floor is yours..

Shrinking Media

This blog post is about how I see the shrinking media environment and it is from a perspective of a young PR consultant who is fresh out of school. 

They say what you learn in school and what you experience when you start working is entirely different. Talking about shrinking media because of decreasing advertising revenue and how many publications are closing down is really different from seeing an email from a journalist saying that he/she is moving because the publication has closed down. It is kindda like how the alliance soldiers heard about the concentration camps and then reacting totally differently when they saw them. 

But while the media landscape is changing, many media have adapted themselves to the digital platform. Not just re-publishing offline material to online, but actually using digital platforms to engage readers. And these are not just consumer lifestyle publications, but procurement and marketing media.

Angeline and Jerrel of Procurement Asia are a fine example and you can find their additional content, which makes procurement much sexier, on Twitter and their blog, the Beer Blog. I personally love the blog with the short interviews on CEOs and how they summarize everything in a short video. Kudos to them for taking procurment, supply chain and logistics to a new interactive level. 

Its gonna be an interesting year to see how the local media will evolve and keep up. 

Since I cant blog about clients and competitors, ill be checking out certain stuff that has made waves and Bings around the net.

The Mutant Called Twitter

Watching the growth of twitter in the local scene has been nothing short of fascinating. I’ve likened it to watching a mutant tree evolve at a rapid rate where it’s now a mammoth platform which has gone mainstream.

I don’t want this post to be a post where i rave relentlessly about the beauty of Twitter, but from a local context, it makes a fascinating case study. I dare say the AWARE EGM was the first time i had seen twitter being used with such a rapid pace for updates.

DK has done a wonderful post here about Twitter-The beauty of 140 Characters and i can’t agree enough with him on the points he laid out. Hence my extremly short post.

So now that Twitter has gone mainstream in Singapore and has established itself as a platform for users to get quick updates or sounhdbites,  where’s the next big shiny toy all of us social media junkies will be raving about? Any thoughts?

JUST FOR FUN TUESDAYS

For the uninitiated, the JUST FOR FUN TUESDAY section of my blog is used to share random things with my readers.

From game and movie reviews, to anything under the sky which i find worth sharing. 

So with all the talk over the weekend on the Swine f lu (and i having the awful stomach flu  , we are once again going through that awful SARS period again. 

But it is always interesting to hear the rumours talking about the source of the virus. The funniest ones are

1. Bio-weapon failure
2. Evolution of SARS
3. Pig eating human meat

Right….

 

Moving on, heres a little video which is kindda annoyingly cute to lighten up yet another stumble in 2009. Enjoy!!

 

Back After 3 Months

Just as I thought I would close the lid on this blog, I told myself that after being with Edelman for 3 months, I would put something back up.

Sure there are a lot of issues which I would have blogged about with regards to the development of the social media scene in Singapore. For example, the proliferation of Twitter in Singapore and its use to update live events, not just social media evens, but the whole AWARE EGM yesterday was truly amazing. Going through the pace of the tweets, I thought it was an Obama election again!

However, I choose to share with you what it’s been like being at a PR consultancy firm. 

What is it like doing PR as an agency? I like to compare it to a football match, not one of those walk in the park kindda games, but the really high tempo ones where the ball doesn’t get out of the field and its end to end action for the full game. It’s busy, hectic and at times it can drive you mad. 

I haven’t been in the game long enough but at least I know what to expect and it is waaaayyyy different from school. Winning an award and school was nothing. My advice for those who wanna join a PR firm? Expect to get your hands dirty, work long hours and get shot down alot. But the speed which you learn is amazing and im doing what I can to keep up with the pace of the game.

Now I understand when ppl say the real beauty of PR comes in best in a recession. Plus imp witnessing a whole embracement of digital media on all fronts, from clients to media, its an amazing development and I will share more in my next blog post on the adaptation of digital media by local media. 

For now, I will do my best to blog at least twice a week, including JUST FOR FUN TUESDAYS. Trying to live the dream and following Notorious BIG knowing that no dream is too small. (Ok, I added that last line because I wanted to show you the trailer of Notorious and why everyone should watch it)

 

 

PR Agency study

There was a study recently done by ZDnet titled which firm really gets it? A social pubic relations survey. There are many interesting insights as to how clients perceive the PR firms on the social media front.

KPIs and churning out greater value for money is a norm given the economic downturn. Tighter budgets also means businesses need to leverage on relationships with stakeholders to reduce costs.

Building good relations with the online community isnt just about getting online space for your products or services, its about establishing your brand as a thought leader in the industry and formulating your communications with your strategy.

This survey was done by 642 responses and the respondents are broken down as such

 

 

 

 

 

 

 

 

 

 

 

 

Here are the questions with the responses and my personal opinions on them.

 

 

 

 

 

 

I guess this doesnt come as a shock. Social media is essentially a medium used for communications. Communications are what PR agencies do. Formulating strategy and aligning it with communications message are a must have. So im not too shocked at this result.

 

 

 

 

 

 

 

The better the clients understand the groundswell effect, the easier it is to work together to come out with an awesome social media camapign.

 

 

 

 

 

 

 

 

What Ive learned after being in a PR firm for a month is that time is money, literally! I believe that the stats for clients understanding social media in Asia is much lower and such workshops are neccessary. I believe that the deliverables can be negotiated and that workshops such as these can be included to be a paid for as agencies. However, even if organizing such social media workshops is free, it does enhance your thought leadership position when it comes to social media amongst PR firms. long term investment from my stand.

 

 

 

 

 

 

 

Social media tools are not toys. Don’t wheel them around like its an Xmas day gift. Its the same idea that you don’t pitch a lifestyle article to a b2b tech media. Its comms basics and use the POST- People, Objectives, Strategy and Tools as a good guide when planning your social media engagement. Kindda worrying to see that fourty per cent of agencies act before they think.

I would really love to see this survey done in Asia to see the differences in the stats.

Ive given my thoughts, whatre yours?

JUST FOR FUN TUESDAY!

This blog post is to let all my readers know that there’s a reason for my lack of blog posts. I just started working a week back and it’s been hard to find time to squeeze in a post. Plus i need to check what i can blog or what i can’t for that matter.

Hence, till i clear all that and settle into a pattern at work, I’ll try my best to put up a post as often as i can! Till then, as always, enjoy this

CNN and Facebook on Obama

Last Night, I watched, together with the rest of the world, the inauguration of the 44th president of the U.S., Barack Obama.

More specifically, i watched it on CNN.live, which was having a collaboration with Facebook (FB) whereby FB users could update their status, akin to a twitter update, as the event was being streamed live.

I blogged abut this previously with questions and doubts, but I had them all answered yesterday.

Here’re some of the questions which i posed:

1)FB community needs regulation?

No! Surprisingly, the general feel of the community was full of goodwill and every1 was excited about this historic moment. Comparisons to Dr Martin Luther King inevitably arised, but the general feel was a very united FB community watching the event together.

2) Interactivity to enhance viewer’s experience and increase viewership?

I don’t know if CNN had increased viewership because of the collaboration with FB. But as of last night, there were 2000 updates per minute. Find me a campaign that can generate that amount of feedback! I felt that the interactivity actually help maintain interest during some of the boring parts of the event.

3) Would Singapore or any Asian country ever allow an event like this to be covered the way CNN has done?

I know Singapore wouldn’t allow something like this. The control of any message is still very strict here, not too sure about neighboring countries but I would assume the same sentiments apply across.

All in all, i would think this was a pretty good move by CNN. Interactivity, the Obama brand and the hope for a better tmr by the rest of the world and America lived up to the promise of a great convergence between a traditional news network and a social networking site.